Can I still wear an oversized watch?

Why VHF are the art duo you need to know about

What happens when you mix art and fashion with gifs? Answer: VHF. Runway images, collide with pops of colours and bold textures all while keeping the mood young, vibrant and most importantly fashion. Their modern approach has got heads turning from all around the globe. So, GQ Style met them to discuss their inspiration, process and what’s next for such an exciting, high-energy art

GQ: VHF have a very unique approach to their work. What made you want to start it? VHF: VHF was born from the desire of exploring forward thinking moving image in fashion, combining cutting edge creativity with a focus on promoting fashion and luxury goods. The main aim is to showcase products at 360 degrees, in a new and unexpected way and at the same time creating an unconventional experience and interaction for the digital audience including social media. This is how the idea of the “Video Journal” was born on instagram as @VHFdigital

There has been a huge increase in the use of gifs. Why do you think this happened?We currently live in a society oversaturated by advertising and promotional imagery. The fashion and luxury goods business is shifting as consumers are looking for interaction and experiences especially on social media and online. They want to feel part of the game, be protagonists and not just play as spectators anymore. We believe that flashy visuals like Gifs and animations work well because they get instantly absorbed and have a strong visual impact. This is why we also created a channel on GYPHY with gifs and animated stickers that can be shared on both Instagram and GYPHY social platforms.

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Tell us about your style and the inspiration behind the creation of your work? VHF’s visual identity takes inspiration from the aesthetic of the early stages of the digital era giving it a modern twist with a unique and innovative interpretation of the subject. Our work is influenced by various sources, anything from Comodor 64, Windows 95, Macintosh 128k to video games, cinematography etc. At the same time we are very fascinated by the newest technology like projection mapping, augmented and virtual reality and that’s where we want to continue exploring to create something new.

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What does vhf stand for? Does it have a meaning? Video High Frequency - open to interpretation

Do you always see yourself staying as a digital platform? Being digital is part of our DNA, Everything about VHF is digital.This is why we have chosen Instagram to launch our platform as it gives you the opportunity to directly interact with your audience (likes/views/direct messaging etc.) We believe digital platforms have so much potential, a lot of it is still unexplored and this is what makes it so exciting for us!

Do you have any dream brands that you would love to collaborate with? Prada. We are fascinated by their latest digital work and use of technology to showcase their collections and products, which totally reflects our own work and therefore we hope to be able to collaborate with them in the near future. However there are many other brands and magazines we truly admire including Gucci, Loewe, MSGM, Calvin Klein and some we were lucky to have collaborated with in the past: Vivienne Westwood, GQ, Garage, Lane Crawford to name a few.

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Do you have any future plans or hopes for VHF? VHF is a continuously evolving project. We started with 2-D animations and are now constantly exploring new ways of creating content such as shooting our own videos, creating interactive window displays and live fashion show coverage. Our aim is to create bespoke digital material for clients by listening to their needs and create a unique and tailored product but always staying true to our original trademark. It is certain that we want to push our boundaries in order to keep our work singular and unique and this includes collaborating with people that share our vision.